RKCR ad launches new Land Rover

Rainey Kelly Campbell Roalfe/Y&R has created a global multimedia campaign to support the launch of Land Rover's Discovery 3.

The ads, which will roll out initially in the UK, France, Italy and Spain, draw attention to the prestige of the vehicle and look to position it as an inspiration for adventure.

In the TV execution, called "edge", we follow a man on a journey in his Discovery 3. He travels massive distances, crossing varying terrain.

He drives through a city, through villages and across a desert before reaching his final destination. He steps out of the vehicle and stands at what appears to be the end of the world. The endline reads: "The all new Discovery 3. Go beyond."

A poster element to the campaign attempts to capture the idea of the vehicle being able to go beyond the bounds of driveability by displaying an image of the Discovery 3 that appears to be breaking out of the space it is in.

The ads were written by Ben Priest with art direction by Mark Roalfe.

The TV ad was directed by Kevin Thomas through Thomas Thomas.

Media planning and buying was handled by MindShare with digital planning by M1.

The ad will launch with a 60-second spot in primetime terrestrial and satellite programmes. It will also air during travel programmes and on the Discovery Channel.

It will target AB men aged between 35 and 54 who have a family and are aspirational.

Lifestyle magazines, national newspaper weekend supplements and review sections will provide the focus for the press element, while a 96-sheet poster version will have a high presence in all major UK cities.

In addition, Land Rover is taking over an entire platform of cross-tracks at Waterloo station.

A digital campaign which will support the above-the-line work has been created by Wunderman.